The network buys the feast to test the liquor electric dealer

"Double 11" just ended, Alibaba Group announced that its "double 11" promotional taobao turnover reached 19.1 billion, increased by 260%. At the same time, a number of alcoholic electric dealers have also announced their own network sales performance, China's largest Jiuxian network announced in the double 11 on the day sales breakthrough 60 million yuan, while another expansion of the whole network distribution of the first line of alcohol Shang Wine Network also revealed that the day's sales of more than 12 million yuan, ranked cat [micro-blog] Wine franchise stores the highest monthly sales, analysis of the industry, the current liquor dealers have become increasingly mature, and with the Jiuxian network, but also to buy wine, wine network, such as first-line dealers have been involved in the whole network distribution, liquor dealers in the competition will be fully upgraded, the next two years will be a big shuffle.

The network buys the feast to test the liquor electric dealer

More than 8,000 single, 12 million sales, more than 100 bento boxes, 36 hours without sleep, wine network CEO Zhaoxiaowei to the "securities daily" reporter said, "This is the first time we challenge their own limits, consumers of our recognition, the whole team of cooperation, let me feel proud."

In fact, the wine network has just been set up only 11 months of young enterprises, in this "double 11" activities, whether in the system, logistics, goods stock, marketing strategy, or in the material preparation, personnel arrangements have undergone a high intensity of actual combat test.

At the beginning of this year, the question of whether the electric trader can break a new road in the liquor market is still ringing in the ears, but after a few short months, the use of integrated market, marketing and other means of competition, to become the "two-day" period to promote wine "every festival will rise" magic spell failure of one of the important factors, this time in the "Double 11" Set off a wave of new sales frenzy.

Wine Network Marketing Director, has been in China to work for many years of wine industry veteran Miao Chun to the "securities daily" reporter said, in the product homogeneity serious premise, price war is very normal, the current price promotion is the most direct, most cost-effective marketing means. At least for the next three years, this is the most important trick, is the "Big kill". In addition to monopolistic factors, price competition is a key factor. But low prices do not mean falling below cost prices. He further pointed out: "The cultivation of the brand needs a lot of money and time, whether the manufacturers or distributors do not want to see this" blood sales ", and the loss of quality products and services, consumers will not be the ultimate winner. ”

An industry personage who does not want to be named said bluntly to our correspondent, "Wine electric business is still a link in the beverage industry chain, pure price war will destroy the industry ecological circle." For some large businesses, the most important is often not the level of profitability, but the user volume, transaction size, business regardless of the cost of the crazy discount promotions, on the one hand, violating the commercial law, on the other hand will let the industry into the "do not promote the" embarrassing situation. ”

Industry insiders said that the future development of alcoholic electronics will tend to be more prosaic and pragmatic, in order to not be kicked out in the future, the key lies in specialization and refinement of

The next two years will be the big shuffle

In the country vigorously promote the development of e-commerce background, the number of liquor dealers show an outbreak trend, currently only registered wine electric dealers have more than 100. Industry personage analysis, with Jiuxian net, also buys wine, buys wine net and so on first line electric trader to intervene the whole net distribution, the competition between the liquor dealers from the previous "each for the array" upgrade to "hand-to-hand combat", and by the level of Taiwan's powerful leverage, Matthew effect will be intensified, liquor dealers in the next two years will be a big shuffle.

"From the end of last year, the capital of the winter, so that the red children and other vertical electric operators have been in trouble, this situation has also spread to the wine of the vertical electricity dealers." "Zhaoxiaowei revealed," A few years ago, the bubble was too big, in the last two years, hot money in the decline, the enthusiasm of investors tend to be rational. The future trend of the development of alcoholic electricity will be more prosaic and pragmatic, to the "winner-take-all" game is not kicked out, the key lies in specialization and refinement. ”

Miao Chun also added, "It's difficult to do all-inclusive, and it requires entrepreneurial strength, leadership, paranoia and extraordinary management skills." We will choose to do "small and beautiful" enterprises, to achieve a variety of long-term prices to maintain low, cultural dissemination of continuous, active customer interaction, continuous improvement of service experience. ”

Data show that, although the current liquor dealers in the entire wine market accounted for a small, only accounted for the total sales of 400 billion of about 1.2%, but there is a larger rise in space. In this era of fierce power, some people are optimistic that this ratio will rise to two digits in the future, or even 50%. However, it is certainly a long way to go before liquor dealers want to taste the fruits of victory in this Chi other feast.